Landing new clients is all about making a great first impression.
Whether you’re reaching out for a new opportunity or responding to an ad, a well-crafted approach can help you stand out from the crowd and get your foot in the door.
When emailing or writing to a potential client, it is vital to remember that they are likely to be receiving a host of these kinds of approaches every day.
Many will be either impersonal or irrelevant – often both. This means you need to make sure you approach stands out as authentic, well researched and detailed; all the things your business is.
Even if you are responding to an advert, you need to demonstrate an understanding of the business you want to work for. Remember, they don’t know who you are or what you do, so don’t assume they do – this is your chance to make an impression.
As with anything, perfecting your approach will take time and patience.
Before you even put pen to paper (or fingers to keyboard), do your homework. Learn about the potential client’s business, their goals, and any challenges they’re facing.
Check their website, social media, and recent projects. The more you know, the more tailored your approach will be.
No one likes a cookie-cutter email – and many clients receive hundreds of them every month.
If you’re sending the same generic message to every potential client, you’re doing it wrong. Start by addressing the client by name and referencing something specific about their business. Show them you’ve put thought into this.
For example:
On the topic of personalisation, don’t be tempted to let ChatGPT write emails for you – most clients will be able to spot this a mile off, and it will come across as low-effort and inauthentic.
If you’re responding to an advert for a freelancer or a social media post, be sure to reference this in your message, and provide any information they may have asked for.
If you’re sending a cold pitch, it’s worth investing the time and effort into making sure you’re contacting the right person.
After all, the CEO probably isn’t going to have time to read your email. Look for the decision-maker who’s most likely to handle the type of work you’re offering.
You can usually find this information by checking the company’s website, LinkedIn profiles, or even their ‘About Us’ page. If you’re unsure, a polite message like, “Could you direct me to the person responsible for (specific area of work)?” can go a long way.
Making a cold approach can be a lot easier if you can find something you and your potential new client have in common.
Check their LinkedIn page – do you know any of the same people? Look at their professional bio – did you grow up in the same area? Even something as simple as sharing an interest in a hobby or cause can help break the ice.
After all, people are more likely to want to work alongside someone who they share common ground with.
Your approach shouldn’t be all about you. It should be about what you can do for them.
Highlight how your skills or services can solve their problem or help them achieve their goals. Use phrases like:
Your potential clients are busy. They don’t have time to wade through a wall of text. If you’re sending a cold email to a prospective client, a good rule of thumb is to keep it between 50 and 125 words, or five to 15 lines of text.
Of course, if you’ve been invited to pitch or you have a prior connection, you have a little more leeway, but don’t go overboard. Focus on what’s most important: who you are, what you can do for them, and why they should care.
If you have relevant experience, let your potential client know. Briefly mention similar projects you’ve worked on or link to your portfolio.
For instance: “I recently worked with (similar company/industry) to (solve a problem or achieve a result). You can check out the project here: (insert link).”
Sometimes, a lack of response doesn’t mean a lack of interest. It could just mean your pitch got buried in a busy inbox. Following up shows you’re proactive and genuinely interested in working with the client.
Wait about a week before sending a polite follow-up email, keeping it short and sweet. Be persistent, but not pushy.
One or two follow-ups are usually enough. And who knows? Your timing might be just right to catch their attention the second time around.
Ask away! One of our team will get back to you!
